Arnold Takes VW, to Superbowl

BOSTON–Arnold Worldwide is looking to CBS’s Jan. 28 telecast of the Super Bowl to score big for two of its premier clients: Volkswagen of America and

VW will be the “exclusive” in-game automobile advertiser for Super Bowl XXXV, a deal sources said likely cost at least $10 million to secure. A representative from Boston-based Arnold declined to talk dollars. She did say, however, that VW will likely air at least two different 30-second spots, both tagged with the familiar “Drivers wanted” slogan. Each spot will run twice, and the new executions will plug existing car lines, such as the New Beetle or Passat, though the representative declined to go into detail.

This marks VW’s first drive through the Big Game; General Motors’ Pontiac is sponsoring the post-game show., of course, has had a Super Bowl presence for the last two years through former agency Mullen of Wenham, Mass. Two new executions set for the upcoming Super Bowl will mark the job site’s first major work through Arnold since the agency won the client’s $75-90 million domestic assignment this summer.

Monster will run at least two different ads on the game introducing a new direction and theme designed to reposition the brand as an integral part of people’s lives, rather than simply a resource for finding jobs, sources said. Monster has confirmed that it will place four spots on the telecast but has revealed no other details.

–David Gianatasio